New Consumer Marketing (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
218
Utgivningsdatum
2003-06-01
Upplaga
1
Förlag
John Wiley & Sons Inc
Medarbetare
Bass, Margrit
Illustrationer
Illustrations
Dimensioner
231 x 160 x 19 mm
Vikt
468 g
Antal komponenter
1
Komponenter
9:B&W 6 x 9 in or 229 x 152 mm Case Laminate on Creme w/Gloss Lam
ISBN
9780470844823
New Consumer Marketing (inbunden)

New Consumer Marketing

Managing a Living Demand System

Inbunden Engelska, 2003-06-01
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Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.
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Recensioner i media

"...(a) compact text" (International Journal of Market Research, Vol.47, No.2, 2005)

Övrig information

Following ten years as a marketing practitioner, Susan earned her PhD in management sciences from Cranfield School of Management where she now specialises in consumer marketing. She founded and directs the New Marketing Research Group, which works together with a consortium of client organizations to understand the impact on marketing of the New Consumer (www.new-marketing.org). She is a frequent keynote speaker at marketing and management conferences and can be contacted at s.l.baker@cranfield.ac.uk.

Innehållsförteckning

Foreword.Acknowledgements.About the Author. Introduction.1. Earthquake!2. The New Consumer.3. Concerns of Brand Owners and Retailers.4. New Consumer Marketing.5. A Model of New Consumer Marketing.6. Value Definition.7. Value Creation.8. Value Delivery.9. Demand System Management.Notes.References.Index.